Content Marketing Making Strides in the Manufacturing Industry: Report

Content Marketing Instutite

A new report from the Content Marketing Institute opens eyes on a growing trend in manufacturer marketing. B2B Manufacturing Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America shows that 86 percent of manufacturing marketers have adopted content marketing. That’s a decent adoption rate; however, it’s also the lowest among the four top vertical industries we gathered data on this year. Does that make manufacturing marketers “laggards” when it comes to content marketing — or are they just taking a slower, more conservative approach? While we can’t know for sure what this data portends for marketers in the manufacturing vertical, let’s take a look at where the segment stands this year, according to the research:

Only 30 percent of manufacturing marketers say they are effective at content marketing

When compared with their B2B peers overall (of whom, 42 percent say they are effective), manufacturing marketers lack confidence in their content marketing effectiveness. This could be due to the fact that they are newer to content marketing, or because they don’t have a documented content marketing strategy in place, or both — or even to some other combination of factors. What is certain, however, is that other CMI research has found a clear link between a documented strategy and overall effectiveness, and only 21 percent of manufacturing marketers have one (compared with 44 percent of B2B marketers overall).

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